"It's all being about SMART" says the Samsung Smart Refrigerators TVC

Cheil India’s (Cheil Worldwide SW Asia HQ) new television commercial for Samsung SMART Refrigerators is a fresh take on upgrading one’s lifestyle in keeping with new technology. The TVC went on air on April 03, 2014.

The idea behind the campaign came from the simple insight - the inertia towards changing the refrigerator in most Indian households. Most refrigerators are known to have an average shelf life of 11 years and being in working condition is one of the major barriers to purchase or change to a new one. Samsung wished to break this notion and make the consumer to move out of “Status Quo” and Move Up to products that are “in”.

The TVC approaches this Move Up by way of an emotional nudge at today’s aspirational and upwardly mobile consumers to include changing their refrigerator as they change their lifestyle and other things around them. Showcasing a modern lifestyle the film is set in a plush apartment and narrates the story through a lighthearted, yet emotive interaction between a young couple. It also goes on to elaborate the attributes and benefits of changing to the new range of the ultra-stylish frost-free Samsung SMART Refrigerators that are equipped with Samsung’s revolutionary Digital Inverter Compressor (DIC*) technology. This technology improves energy efficiency and cooling performance resulting in maximizing freshness of food for up to 7 days and 20% more power savings. Furthermore, it also comes with a 10-year warranty. So, it’s no more about theek toh hain, but about making a Smart Choice to Move Up to the new Samsung SMART Refrigerator.

Said, Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia on the creative for Samsung SMART Refrigerator,  “This is a simple and engaging communication designed to make the consumer give the choice of refrigerator a serious thought and go for a brand that truly “upgrades” their lifestyle.

Added, Kundan Joshee, Sr. Vice President, Cheil Worldwide SW Asia, “Samsung is known for its high innovation quotient in keeping with consumer lifestyles and trends. Our starting point was to create differential communication retaining the category codes. This was about moving out of Status Quo, making a SMART choice and Moving Up and we believe that this conversational and warm execution of a simple idea will deliver for the brand.”